One-page brief

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emailrules.today · as of 2026-08-02

All marketers (no filter saved yet)

Of 39 rules in this filter, 15 need a person, 18 shared with your email tool, 6 handled or FYI, 1 upcoming.

Open these five first

Highest signal — not the full shelf.

01LegalYours
Italy requires consent for individual open tracking from 29 October 2026
Italy follows France: from 29 Oct 2026, tying an open to a named person needs consent — aggregate open counts do not.
Do first: Put 29 October 2026 in the calendar with a two-month run-up. This is a build, not a checkbox, and the deadline will not move.
02LegalYours
AI-written marketing email needs no label, but AI product imagery might
A human-reviewed AI draft of a normal promo usually needs no AI label — photorealistic AI product images often do.
Do first: Ask your designer which product images from the last quarter were AI-generated and photorealistic. That short list is your entire exposure.
03LegalYours
In France, tracking email opens needs its own consent
In France, agreeing to get your email is not the same as agreeing to be tracked with an open pixel.
Do first: Ask your ESP account manager, in writing, whether you can suppress the open pixel for a segment. Their answer tells you whether this is a settings change or a six-month project.
04MetricsYours
Klaviyo counts Apple machine opens toward revenue by default
Klaviyo can credit revenue to an Apple machine open — so email revenue can look higher than reality vs Shopify.
Do first: Open Klaviyo's account-level attribution settings, not the campaign ones, and look at the conversion window and whether opens count toward it. Write down the date you change anything, because there is no API for these settings and nobody is told when an agency edits them.
05HygieneYours
A spam-trap hit is a collection or hygiene failure
Hitting a spam trap means your list source or hygiene failed — not bad luck.
Do first: List every non-organic source that fed your ESP in the last year (partners, events, appends, manual CSVs). For each, write who holds consent evidence. Empty cells are the trap pipeline.

How to use: Slack, print, or walk the five links. Full rules have plain English, whose job, and sources.

Not legal advice. Independent — no scores, no seed tests for sale.

Awkward questions

Who is this actually for?

People who ship email and are too busy to re-read every PDF: week-one marketers, lifecycle/CRM, deliverability, multi-country ops, DTC brands, agencies — on Klaviyo, Mailchimp, Braze, HubSpot, SFMC, or something else. Pick your tool and geos so product-specific pages only appear when they match. EU and UK are first-class filters. Not for people who sell tools about email and need a fake score to demo.

Why only ~40 rules? Isn’t that… thin?

On purpose. A wall of 400 undated “best practices” is how you look busy and still get burned. Every page needs a primary source we actually read. Thin and checkable beats fat and folklore. Europe, bulk inbox rules, measurement honesty, and protocol topics like BIMI/DMARC policy are on the shelf when we can cite them — not every Member State and not every vendor myth. Coverage map lists what we still refuse to invent.

Is this legal advice?

No. If it were, you’d have a billable hour and a longer PDF. This is a dated operator reference written by an email geek. Confirm anything high-stakes with counsel who knows your facts. Same for “will this make me compliant?” — no tool does that. Lawyers and judges do. We say what the sources say and what to do first on Monday.

Why no trust score out of 100?

Because we refuse to invent a number you can’t audit. Fake scores sell seed tests and panic. You get findings, dates, and links. If that feels less exciting than a red dial, good — you’re not the red-dial customer.

Why should I trust you more than my ESP’s blog?

ESPs sell seats. Seed-score vendors sell fear. AI invents citations when nobody watches. We sell nothing today — no pixels, no placement scores, no affiliate — so we can say when a tool is the problem. A human verifies, dates, and corrects in public. Tools may help draft; they do not ship unsourced claims. Check the primary links. Fail that test and leave.

Do I need an account?

No. Filters live in this browser and the URL. Share the link. That’s it. Accounts come later only if they earn it — not so we can nurture you about email.

I’m an agency. Where’s multi-client mode?

We tried a client-name CRM on the setup card. It made the product feel like work before it felt useful. Role filters + copy link + one-page brief (optional PDF title) is enough for now. Complexity comes back when the free shelf is habit, not before.

Is the quiet changelog a bug?

No. Quiet means nothing material moved. We don’t invent urgency so the homepage looks “alive.” Sticky risks still show what usually needs a person when the market is still.